Preparing for a successful launch

We've listed key

This moments
workbook to aims to help you pin down a plan for one of the biggest moments in an
supercharge
transition from free to paid subscriptions.
Howduring
to use launch
this:
1. We've this
but is not key moments to supercharge during your launch. Get specific and f
identified
fully complete.
relevant to your launch.
2. SetMake
a dateitand
yourmake it official.
own. You might use this checklist to keep you accountable.
3. The week of launch,
also consider
addingtopitches
Remember use yourto"Rolodex" to pinpoint a trusted circle of friends, press, and influ
ahead of time. other
podcasts,
newsletters and
Moment Datepress or a promo What
Sneak video that canEmail
be
Sneak peek
peek email
email to
to friends
press - embargoed (Lulu, 9/8/21
used across
Chris,
Sneak Hamish)
peek email to influencers (Ali, Suchin, different 9/8/21 Email
Bailey) platforms.9/8/21 Email
Launch announcement post 9/10/21 Substack post
Social media post on launch day 9/10/21 Promotion - Twitter, Instagram, LinkedIn
Set aside 1 hr to respond to emails / messages 9/10/21 Calendar block
First post [e.g. Preview of weekly post format] 9/11/21 Substack post
First post
Second social
post [e.g.media blast
Audio: thank you to new 9/11/21 Promotion - Twitter, Instagram, LinkedIn
subscribers] 9/13/21 Substack post
Second post[e.g.
Third post social media
Behind theblast
scenes look at how 9/13/21 Promotion - Twitter, Instagram, LinkedIn
I research for a post] 9/15/21 Substack post
Third post social media blast 9/15/21 Promotion - Twitter, Instagram, LinkedIn
Fort post [e.g. discussion thread] 9/17/21 Substack post
Fort post social media blast 9/17/21 Promotion - Twitter, Instagram, LinkedIn
Resume scheduled posting pattern 9/20/21 Substack post
nch
of the biggest moments in any independent writer’s journey: the

ur launch. Get specific and fill in other key moments that are

untable.

cle of friends, press, and influencers to let know about your launch

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 Routine tactics for steady growth
Each post you write is an opportunity to bring new readers and audiences to your Substack. It’s importantShare on
How to use this:
This workbook page is a place to plan tactics and stay accountable to promoting each post.
1. Get specific. Update the columns to reflect the tactics that are most strategicInand
every post,for yourpotential
relevant
might promote on Instagram. Update the "Share on social media" column to "Share on Instagram."
use buttons and a taste of your
2. Stay consistent. It’s hard to predict which pieces will take off or when someone
emailbig will find your
headers
consistently. and footers to
ask readers to
Remember not everything can be tracked and what might seems a small act, like commenting on orcan
subscribe,
readers find you because Substack includes a link to header,
your publication when you comment
comment, on
and other
footer, Share on social Share in online Substacks.
Post date Post title etc) media share.
groups
9/1/2021 [Add your new post here] 0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
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0 0
0 0
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0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
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0 0
0 0
Find potential
social
to keep telling people what your Substack is all about.
readers where
media every time
they’re at. After
you publish on
you defined your
Substack. Give
readership, think
readers
publication. For example, if you have a lot of photos in your publication, you
about where
they congregate
work. The
content best predictor of success is writing and promoting regularly and
on the
online and in real
platforms where
life: conferences,
they are. You
Facebook
replying thoughtfully to other writers’ publications, adds up. This helps more
include
groups,
teaser excerpts,
subreddits, and
screenshots,
or
[Insert other]
more. Start Notes
share the
0 engaging in 0 e.g. Culture Study linked to the post
research behind
these spaces
your work. 0 0
and share your
0 work. 0
0 0
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 Rolodex
Writing a publication is a big lift, and you don't have to do it alone. Partnering with other writ

How to use this:

This workbook page is a place to track personal interactions related to your publication. Use thi
might reach out to someone in hopes they might help you grow your publication. Here are a few
- Ask people with larger audiences to share a great piece of writing on your Substack, especially
- Publish guest posts and interviews with other leaders in your field
- Pitch press on a story related to your publication - perhaps a launch, breaking news, or a big sc
Name Email Role
Ernest Hemingway ernest@subtack.com Author of A Farewell to Arms
Chris Best info@substack.com Reader
Dean P. Baquet dean@nyt.com Editor and Chief at NYT
do it alone. Partnering with other writers, influencers, and media outlets will help you reach new readers and build your network of supporters and thou

ons related to your publication. Use this space to plan out potential experiments from cross promotions to cold emails to press features. There are many
u grow your publication. Here are a few to get you started:
of writing on your Substack, especially if they're friends or current subscribers.
n your field
aps a launch, breaking news, or a big scoop
Last contact Reason In contact Next steps
8/30/21 Pitch cross promotion Yes Scheduled to go out 10/1/21
8/30/21 Ask for feedback on recent post No Follow up on 9/10/21
8/30/21 Pitch op-ed No Follow up on 9/10/21
r network of supporters and thought partners.

o press features. There are many different reasons you

Notes

Friends with Amy